RIP STB

The set top box is on the run, harried away by television manufacturers. Toshiba sounded the hunting horn this morning, unveiling its Cell TV product line. Don’t be fooled by the name, it’s a classic case of branding in a vacuum. It has nothing to do with mobile phones. It’s a computer morphed into a set top box and wrapped with a big screen TV. The set top box is the TV.

Spot the set top boxToshiba calls the chip that powers it the Cell TV Broadband Engine, which was developed in a joint venture with Sony and IBM. Details were sketchy at the press conference. All Scott Ramirez, Toshiba’s marketing VP for television, could say was “maybe you can ask one of the Japanese guys.” That I’ll do at their booth tomorrow.

They did know that the chip has 8 cores and is capable of 200 GFLOPS. The TV set that’s built around it also has a 1TB hard disk drive and all the networking capability – wired and wireless – anyone could want. It does Internet TV and social networking, works as a home media server and a video phone, and, they say, can convert standard 2D television into 3D. One highlighted feature is its ability to filter Internet noise and process video streams in real time, to narrow the gap between cable/satellite and Internet delivery.

Quite the change from last year, when all the TV set guys said they were putting an Ethernet port into all their products, but didn’t quite know what anyone would do with it. This year, it looks like Toshiba, at least, is getting it right. Take a ton of computing power, use most of it to enhance video quality, save a tiny bit for networking, navigation and sharing, and give it a consumer-friendly user interface that actually does the job.

They’ve turned set top box technology into just another feature set, and integrated it into their product line. Fewer gizmos in the living room and fewer start-up plays in the consumer video space mean content creators and online services will have the same direct path to the living room television that they do to a desktop computer.